‘Only a digital dinosaur would ignore print’ says content head

Print advertising can deliver up to 40% more effectiveness to multi-platform campaigns, research commissioned by News Works claims.martin-wanless-mahlab-mediaSpeaking at Mumbrella’s Publish event, Mahlab Media’s head of content, Martin Wanless, presented new research by Media Works quantifying the value of adding print to advertising campaigns.

“Forget print or digital,” he urged. “That is not the conversation we should be having. It’s print and digital.”

Wanless argued that digital advertising has been proven ineffective, particularly in Australia, which he claimed had the world’s lowest click-through rate for banner ads and where ad-blocking has jumped 81% since 2013.

Lauding the benefits of including print in a multi-platform campaign, Wanless cited News Works’ ROI study commissioned from Benchmarketing, which found that campaign effectiveness increased by 20-40% when print was added. Adding digital advertising to a print campaign also increased ROI by up to five times.

The second tier of the study, conducted by effectiveness expert Peter Fields, found that print advertising increased the effectiveness of other media. The strongest results came from businesses which integrated print and digital campaigns, which resulted in a 58% uplift.

“When print and digital came together,” Wanless claimed, “it haloed every aspect of the business.”

The multi-platform tier of the study, conducted by BDRC Continental, found that print and digital news brands proved the most effective combination for brand health with a 17% increase.

“In 2016, in my opinion,” Wanless concluded, “only a digital dinosaur would ignore print.”

The complete findings of Media Works research, including samples and methodologies, is published on their website


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